Moda

Moda is a biannual fashion trade exhibition based at the NEC in Birmingham. Launched in 2002 as a womenswear show, it has since grown to include dedicated Gent, Footwear, Accessories and Lingerie & Swimwear departments.

Freeman has worked on the show since it entered the EMEA market in 2013, and enjoys a successful partnership with its organisers, ITE Moda.

Brief

Moda’s requirements change on an event-by-event basis. In many instances, to help improve the show experience in line with exhibitor feedback and market trends, the Moda team will enlist the advice and insight of Freeman’s experienced team. Freeman also builds custom stands for select exhibitors at these events.

Execution

Freeman built approximately 500 customised stands and installed bespoke graphics for exhibitors at the spring/summer 2016 show, to ensure their individual needs were met.

Each different section of the event had a unique look and feel. For example, Moda Noir, which showcases formal wear featured a black and white stand build, meanwhile the Moda White stands comprised four-metre high posts, elevating the area above the rest.

Freeman supplied and installed 15-metre high purple draping within the Lingerie & Swimwear area, as well as an installation made of black string, which hung overhead.

The team designed and built feature areas including hall entrances, boutiques, cafes, VIP lounges, a press office, plaza areas and the Athleisure Active Zone, and created a custom built stand for Invista Lycra, the headline sponsor of Lingerie & Swimwear.

LF Intimates once again appointed Freeman to design and build its custom stand at the show, comprising of an overhead lighting rig and Freeman’s unique Glow system.

As the UK’s largest trade fashion exhibition it’s essential that Moda has a look, feel and finish that’s in line with the industry. For us as organisers this means a simple but high quality design which can be adapted to match the mood of the season, and that’s what Freeman delivered.

The stand build itself is simple and versatile, and the designs Freeman has produced for us on entrances, plazas and features create the perfect canvas for seasonal images and campaigns.

Having worked with Freeman since 2013 we’ve seen improvements and innovations every year, with the team always looking at ways to improve their service to both us and our exhibitors every season.

Nick CookIndustry Director | Fashion, ITE Moda Ltd

Results

Despite a tight two-day build time, the 2016 event was completed ahead of schedule in clockwork fashion, and it boasted an extremely high-end look and feel.

This is testament to the highly talented and experienced Freeman team, who developed and implemented a number of new process improvements across every department both pre-show and at the event, working together as a cohesive unit.

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